DOI: https://doi.org/10.15587/2312-8372.2017.119851

Research of factors that influence the trademark policy of an enterprise

Olga Solodova, Olena Golubyonkova

Abstract


The object of research is the marketing activity of enterprises producing alcoholic beverages in the field of trademark policy. One of the most problematic places is the process of making decisions on the formation of a portfolio of trademarks.

The research used methods of comparative comparison of the activities of wineries of different countries, logical generalization of the results of consumer research conducted by specialists, analysis and synthesis of approaches to the classification of types of trademarks.

A list of factors influencing the decision-making on the composition of the company's trademark portfolio has been obtained. In particular, it is determined that it is important to match the positioning of the trademark to the positioning of the brand of the company as a whole. This is due to the fact that the proposed list of factors take into accounts not only economic characteristics, but also purely marketing ones. Based on the example of one of the leading enterprises, it is shown that due to changes in the external environment, the trademark portfolio is revised. In the future, a methodology will be developed that will take into account these factors.

By taking into account these factors, the company will be able to develop an effective brand strategy, improve the image and increase the level of customer loyalty. This will increase the market share of the enterprise even in conditions of partial uncertainty.


Keywords


trademark; branding; portfolio of trademarks; alcoholic beverages producers.

References


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Solodova, O., Golubyonkova, O. (2017). Global strategy of positioning of Ukraine wine production in Ukraine. Ekonomika kharchovoi promyslovosti [The economy of the food industry], 9 (2), 60–67.


GOST Style Citations


Kim, W. C. Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant [Text] / W. C Kim, R. Mauborgne. – Boston: Harvard Business School Press, 2004. – 240 p.

Products Yellow Tail [Electronic resource] // Yellow Tail. – Available at: \www/URL: https://www.yellowtailwine.com/us/wines/

Brendy Global Spirit [Electronic resource] // Global Spirit. – Available at: \www/URL: http://globalspirits.com.ua/uk

Shaw, R. Marketing Payback. Is your marketing profitable? [Text] / R. Shaw, D. Merrick. – New York: Prentice Hall, 2005. – 496 p.

Trofimov, Ya. I. Brending i identifikatsiya nastoyashhego i budushhego [Text] / Ya. I. Trofimov. – Odessa: Plaske, 2009. – 96 p.

Hollis, N. Brand premium: how smart brands make more money [Text] / N. Hollis. – New York: Palgrave Macmillan, 2013. – 225 p. doi:10.1007/978-1-137-51038-9 

Stengel, J. Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies [Text] / J. Stengel. – New York: Crown Business, 2011. – 336 p.

Lindstrom, M. Brand Sense: Sensory Secrets Behind the Stuff We Buy [Text] / M. Lindstrom. – New York: Free Press, 2005. – 416 p.

Zook, C. The Great Repeatable Business Model [Text] / C. Zook, J. Allen // Harvard Business Review. – 2011. – Vol. 11, No. 1. – P. 24–32.

Twyford, C. What Makes Big Brands Stay Big? [Text] / C. Twyford. – Nielsen Featured Insights, 2010. – 54 p.

Kotler, P. In Destination Brands [Text] / P. Kotler, D. Gertner. – Oxford: Butterworth-Heinemann, 2011. – 356 p.

Dlihach, A. O. Pryntsypy upravlinnia portfelem brendiv [Text] / A. O. Dlihach // Visnyk Natsionalnoho Torhovelno-Ekonomichnoho Universytetu. – 2006. – No. 3. – P. 25–31.

Drennan, J. Examining the role of wine brand love on brand loyalty: A multi-country comparison [Text] / J. Drennan, C. Bianchi, S. Cacho-Elizondo, S. Louriero, N. Guibert, W. Proud // International Journal of Hospitality Management. – 2015. – Vol. 49. – P. 47–55. doi:10.1016/j.ijhm.2015.04.012 

Beverland, M. The «real thing»: Branding authenticity in the luxury wine trade [Text] / M. Beverland // Journal of Business Research. – 2006. – Vol. 59, No. 2. – P. 251–258. doi:10.1016/j.jbusres.2005.04.007 

Carsana, L. Influence of iconic, indexical cues, and brand schematicity on perceived authenticity dimensions of private-label brands [Text] / L. Carsana, A. Jolibert // Journal of Retailing and Consumer Services. – 2018. – Vol. 40. – P. 213–220. doi:10.1016/j.jretconser.2017.10.006 

Buk, L. M. Klasyfikatsiia tovarnykh marok yak osnova stratehii yikh rozvytku [Text] / L. M. Buk // Naukovyi visnyk NLTU Ukrainy. – 2010. – No. 20.15. – P. 125–131. – Available at: \www/URL: http://nltu.edu.ua/nv/Archive/2010/20_15/125_Buk.pdf

Shtovba, O. V. Klasyfikatsiia tovarnykh brendiv [Text] / O. V. Shtovba // Visnyk Vinnytskoho politekhnichnoho instytutu. – 2005. – No. 4. – P. 25–33. – Available at: \www/URL: http://oshtovba.vk.vntu.edu.ua/file/1904f00e3fdb154162b8836c16c46312.pdf

Obsiahy vyrobnytstva promyslovoi produktsii v 2016 r. [Electronic resource] // Sait Derzhkomstat Ukrainy. – 2017. – Available at: \www/URL: http://www.ukrstat.gov.ua/operativ/operativ2016/pr/vr_rea_ovpp/vr_rea_ovpp_u/arh_vppv_u.html

Kovalenko, I. A. Perspektivy proizvodstva ekologicheski chistoy vinogradarskoy produktsii na osnove sortov novogo selektsionnogo pokoleniya [Text] / I. A. Kovalenko, L. V. Gerus, M. G. Bankovskaya, M. G. Fedorenko // Napitki. Tekhnologii i innovatsii. – 2013. – No. 11–12. – P. 58–60.

Solodova, O. Global strategy of positioning of Ukraine wine production in Ukraine [Text] / O. Solodova, O. Golubyonkova // Ekonomika kharchovoi promyslovosti. – 2017. – Vol. 9, No. 2. – P. 60–67.



 

Cited-by:

1. CREATION OF LOCAL WINES AS A METHOD OF FORMATION OF COMPETITIVE ADVANTAGES OF THE WINERY
M. Braiko, O. Solodova, O. Golubyonkova, А. Braiko
Food Industry Economics  Vol: 10  Issue: 3  Year: 2018  
doi: 10.15673/fie.v10i3.1059





Copyright (c) 2017 Olga Solodova, Olena Golubyonkova

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This work is licensed under a Creative Commons Attribution 4.0 International License.

ISSN (print) 2664-9969, ISSN (on-line) 2706-5448